Keith burnet - Achieving Membership Sales from the Disengaged
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Keith burnet - Achieving Membership Sales from the Disengaged
- 1. Your Attention Please! Achieving membership sales from the disengaged Keith Burnet – VP Global Fitness & Spa Hilton Worldwide Sponsored by:
- 3. Sales & Marketing Disconnect FOCUS Sales Marketing Sales per Month # of Calls Enquiry to Sale Conversion Success criteria # of enquiries, awareness. ROI Size of Sale Ease to close Vision of the Customer Responsiveness to campaigns Transactional Relationship quality Campaign based Loyalty focused Self directed v. Mission directed Process Activity based v. Outcome driven Lack of time to utilise Technology Source measurement Campaign Management
- 4. Sales & Marketing Strategy & Plan Existing Customer Engagement Brand positioning Promotions Service Delivery Sales & Marketing Plan Competitive Analysis Pricing Loyalty PR Product Market Research Communication Sales Strategy
- 5. What is the problem? Sponsored by:
- 7. What needs to change: To have any chance of attracting the disengaged consumer to become a member of a health club we need to ........stop the madness.........and change the way we communicate Interesting is only the entry point.......your communication needs to be: exciting, fun, immediate, compelling, useful and most importantly RELEVANT
- 8. The value of disengagement? Sponsored by:
- 11. A compelling strategy for getting attention Sponsored by:
- 15. Common barriers to club membership Base: All Prospects (n=46) The price (perceived value) of membership / joining fee Lack of time due to family or children commitments Lack of time due to working commitments Lack of motivation or desire to go to a heath & fitness club No need to join due to doing other leisure activities Lack of self-confidence Intimidated by the thought of using a health & fitness club No need to join due to good level of health & fitness Feeling that clubs are unable to provide the support need ed Feeling that health clubs do not cater ‘for people like me’ Health problems Physical injuries Prospects (%) Parents (84%) Primary Market (69%)
- 17. Techniques to grab and hold people’s attention Sponsored by:
- 20. Smart communicators make their messages laser-focused to successfully capture peoples attention
- 26. Sales & Marketing Activity Sponsored by:
Editor's Notes
- You know the story. It’s the end of the month and the sales numbers are below the target. The sales team is pointing fingers at marketing because they aren’t bringing in enough qualified leads, and marketing is responding by saying sales is at fault because they don’t know how to follow up on a lead. Sound familiar? Today, many businesses lack synergy between the sales and marketing organizations due to a variety of reasons, including: • Success in the sales and marketing departments is measured differently • Sales and marketing have a different vision of the ideal target customer • Actionable customer insight sits in dozens of disconnected databases • There is a lack of a 360-degree view of customers and their buying preferences • Broken processes make it impossible to track what is working • The technology is too hard to use so that there is limited adoption The FOCUS Success criteria The GOAL The Solution: What do you need to get there? Business Profitability Full visibility into results/KPIs; Predictable pipeline and accurate forecast to allow for insight for adjustment Vision of the Customer Customer Profitability A joint definition of the ideal customer that looks at revenue and costs to serve over the lifetime of that relationship Relationship quality Long-term Needs-based & collaborative – as a result of capturing knowledge over time Process Collaborative & easy to use Joint planning, shared customer database, connect all users in a single customer lifecycle Technology Integrated CRM Holistic view of the customer; Best practice workflow is created and improved over time
- Fedex product story Who suffers from any on these conditions?
- similarly there is a difference between a customer and disengaged customer Is there value in disengagement? It is worth creating a strategy to engage this prospective customer
- similarly there is a difference between a customer and disengaged customer Is there value in disengagement? It is worth creating a strategy to engage this prospective customer
- CEOs are different they have a vague idea about what real life is about Create characters to bring your audience to life
- A significant minority of people admit to lacking self-confidence when it comes to joining a gym, and feel intimidated by the thought of using one. LivingWell’s unpretentiousness makes it better placed than any other club to capitalise on this and build a competitive advantage.
- Service magazines do this well......exist to serve readers. Better homes, Mens Health, Wedding speech story
- Who hear has a brand promise that they feel is worthy of sharing... Decide on the desired outcome of your communication I want customers who are disengaged with exercise to make an appointment to tour my club Link to the audience need To change the customer’s live; make them feel better and live longer Create a message concept in 10-25 words that meets the audience needs while achieving your objective Our clear, simple promise is Personalised fitness for life. We will shape our service to suit your fitness needs: Be it weight loss, body shape , fitness for sport, fitness for health, fitness to slow the ticking of old age or relaxation, de-stressing or boosting energy levels, we’ll help every member to get what they want from their membership to suit their life.
- We have talked about how you create a focus or a frame for what you are trying to communicate but how do we fill the frame to bring the concept to life.
- Health club operators we need to think more like retailers, as they do this really well, lighting, signage, physical layout, On average, 5 x as many people read the headline as read the body copy. Therefore unless your headline sells your product...you have wasted 90% of your money!!!
- No brainer....we tell you make your content short and simple...and you do it..Move on. But for a variety of reasons brevity is a touch challenge and simplicity is a complex problem...Why? As human being is it in our nature to want to share absolutely everything we know....and it is actually easier to include the contents of the Kitchen sink rather than deciding on one point you want to make and sticking to it. If you are the subject matter expert this problem gets even worse...This particularly relevant in the fitness industry where our fitness experts are not known for their brevity or simplicity. Even help us when we start having to involve lawyers when putting together special promotions (lots of clauses and disclaimers) and no one can understand what the heck you are talking about. The worst cuplrit is ego.......go
- I did have a fairly long list of what do to do.......because I have done most of them in my time...who says we learn from our mistakes... However one thing I would never do would be to give my business to someone else to sell. I know there are a number of ‘leisure marketing’ businesses out there offering seemingly amazing quick fix solutions but hopefully from today presentation you have got some simple, common sense advice will allow you to implement your own marketing plans.